But You Are Free (BYAF)

Description

Make a request or suggestion to the target person. Then tell them they are free to
accept or reject the request or suggestion. This leads to increased acceptance and compliance
with what you are seeking from them.

Let them know they have a free choice, even though it may be obvious that
they can choose as they wish.

The basic format is to make a suggestion and then say 'but you are free' to
make your own choice. Other variants of language you can use to suggest freedom
of choice include:

It's up to you

It's your choice

Make your own mind up

Whatever you like

Of course you are free to choose

You can also suggest freedom, but with an
assumptive edge that presumes
that non-action is not an option, such as:

When you are ready

Whichever you choose

Whatever your people want

Example

An activist seeking petition signatures gets more on their list
by saying people are free to add their names or not.

A sales person sells more by saying that customers are free to
come back later if they are not ready to buy now.

Discussion

In the original study, Guéguen and Pascual (2000) found that when subjects
were asked in a street to give money to a cause, only 10.0% complied. However, when the
phrase "...but you are free to accept or to refuse" was added, 47.5% now
complied.

Pascual and Gueguen (2002) found this wording led to more money being donated to a
social cause. Gueguen et al (2002) noted the importance of the semantic
evocation of freedom. It is not enough to ask, you have to specifically tell
people they are free to accept or refuse.

Guéguen and Pascual (2005) asked people to complete a survey. 75.6% of those
asked to complete the survey, but not told they were free to accept or
refuse, complied. Yet 90.1% complied when they were told they were free
to accept or refuse.

The review by Carpenter (2012) confirmed its effectiveness and the importance
that the target person decides to take the suggested action soon after the
suggestion.

We have a fundamental need for a sense of
control. When we are asked
to do something it may well feel that the requesting person is taking control.
As a reaction, we are then more likely to refuse, asserting our ability to
sustain control.

When the person is told they are free to accept or refuse, then they are
formally given control and so do not have to wrest it back.

This wording also sets up an exchange
dynamic whereby they feel obliged to repay the kindness in giving a free option
to disadvantage the requesting person by not refusing the request.

The word 'free' is a common
power word and may have
an additional effect as it causes particular attention and excitement. 'Free'
appeals not only to the need for control but also to greed. While this does not
directly affect things, the unconscious triggering of desire may help to tip the
balance further towards compliance.

'But You Are Free' can also be used in combination with the
Foot In The Door (FITD) method. Guéguen et al (2010)
found that both methods together were more effective at persuading people to
sort household waste (78%) in comparison with FITD alone (60%) or just BYAF
(56%).